Innovation potential and network based international economy in the European Union: the new challenges for relationship marketing

Abstract

The major goal of the paper is to demonstrate new approaches to innovation activation and purposeful development of the innovation potential in the European Union , taking into account the trends of globalization observed and the challenges of the knowledge - based society being created. Activation of innovations is considered to be a significant problem associated with social and economic development and the advance of science and technology in the European Union.. To activate the innovations in the European Union, the potential of innovations should be purposefully developed and effectively used. Vast possibilities of activating innovations are created by favourable conditions existing in the European Union for producing and effective use of various synergetic effects required for creating and developing international networks: these international networks may become the dominant formations in modern international economy. Spreading of international networks implies the inevitability of transformation of international economy into an economic system of international networks.